Bacardi Brown-Forman has launched Early Times Fire Eater to the UK on-trade, a 35% ABV American whiskey liqueur with brown sugar and cinnamon flavouring.

The launch will be supported by a £1.5m integrated marketing campaign including social media, digital communications and experiential sampling.

According to Bacardi Brown-Forman flavoured whiskey is growing at 340% (DISCUS), driven by popularity among young adult consumers, while the shots segment is growing at six times the rate of total spirits (+10% CGA MAT).

Fire Eater is marketed to appeal to LDA-24-year-old drinkers who favour sweeter drinks for late night occasions.

Bacardi Brown-Forman said in consumer research the target audience “found the vintage circus narrative to be powerful and inviting, delivering an impactful brand experience whilst the taste is both credible and pleasurable at the same time”.

Crispin Stephens, American whiskey marketing manager at Bacardi Brown-Forman said: “We’re delighted to be able to add Fire Eater to our UK portfolio, as leaders of the American Whiskey Category it is important that we continue to drive innovation and unlock growth opportunities.

“With young adult consumers increasingly seeking new flavours and exciting drinking experiences, we have seen a surge in the popularity of flavoured spirits and growth in the shot category. We believe we have recognised a gap in the market and that Fire Eater will enable us to recruit new drinkers to the flavoured whiskey category by tapping into the demand for bold flavours for late night occasions.”